The document discusses the growing opportunity presented by mobile devices. It notes that there are now over 5 billion mobile phone users worldwide and mobile phone adoption is the fastest moving industry in history. It also discusses the growing popularity of smartphones, tablets, and apps. Key statistics provided include there being over 120 million iPhone, iPod Touch, and iPad users, and that 50 million tablets are projected to be sold in 2011. The document argues that businesses should focus on apps and the mobile experience as mobile apps now account for 50% of mobile internet traffic. It also provides examples of business models that are working well on mobile like sponsorship, exclusive deals, advertising, and paywalls.

1. Mobile = Opportunity
Perfect Business 2010
Michael Schneider
CEO

5. Mobile is:

6. Mobile is:
• Inexpensive

7. Mobile is:
• Inexpensive
• Always on

8. Mobile is:
• Inexpensive
• Always on
• Always with you

9. Mobile is:
• Inexpensive
• Always on
• Always with you
• Knows where you are

10. Mobile is:
• Inexpensive
• Always on
• Always with you
• Knows where you are
• Your companion

11. (Source: motorolaconf, August 2010)

12. 4 births a second
(Source: motorolaconf, August 2010)

13. 4 births a second
39 mobile phones sold a second
(Source: motorolaconf, August 2010)

15. We use mobiles while we...
Talk on phone
Wait in line
Eat dinner
Talk to a friend
On a plane
Business meeting On a train
Watch TV Driving (bad!)
Walk Watch a concert

17. Mobile is the fastest moving
industry in history.

19. January, 2009
4.2 billion mobile phones

20. January, 2009
4.2 billion mobile phones

21. January, 2009 October, 2010
4.2 billion mobile phones 5+ billion mobile phones

22. January, 2009 October, 2010
20%
4.2 billion mobile phones 5+ billion mobile phones

24. Mobile Today

25. Mobile Today
• 5 billion mobile phone users in the world

26. Mobile Today
• 5 billion mobile phone users in the world
• Over 120 million iPhone, iPod touch, and iPad users

27. Mobile Today
• 5 billion mobile phone users in the world
• Over 120 million iPhone, iPod touch, and iPad users
• iPad: 2,000,000+ in first two months ‐> one every 3 sec

28. Mobile Today
• 5 billion mobile phone users in the world
• Over 120 million iPhone, iPod touch, and iPad users
• iPad: 2,000,000+ in first two months ‐> one every 3 sec
• iPhone users spend 30+ minutes PER DAY in apps

29. Mobile Today
• 5 billion mobile phone users in the world
• Over 120 million iPhone, iPod touch, and iPad users
• iPad: 2,000,000+ in first two months ‐> one every 3 sec
• iPhone users spend 30+ minutes PER DAY in apps
• Google selling 200,000 Android devices a day

30. Mobile Today
• 5 billion mobile phone users in the world
• Over 120 million iPhone, iPod touch, and iPad users
• iPad: 2,000,000+ in first two months ‐> one every 3 sec
• iPhone users spend 30+ minutes PER DAY in apps
• Google selling 200,000 Android devices a day
• By 2013, more people will access internet from mobile devices
than computers

34. DefiniTon of “Mobile” changing

43. Smartphones

44. $99 ‐ $299

45. $99 ‐ $299
•18% market share worldwide

46. $99 ‐ $299
•18% market share worldwide
•40M smartphones projected for 2011

47. $99 ‐ $299
•18% market share worldwide
•40M smartphones projected for 2011
•1 operating system, OS fragmentation

48. $99 ‐ $299
•18% market share worldwide
•40M smartphones projected for 2011
•1 operating system, OS fragmentation
•80,000 total apps

49. $99 ‐ $299
•18% market share worldwide
•40M smartphones projected for 2011
•1 operating system, OS fragmentation
•80,000 total apps
•29 countries

50. $99 ‐ $299
•18% market share worldwide
•40M smartphones projected for 2011
•1 operating system, OS fragmentation
•80,000 total apps
•29 countries
•Will be biggest in next 12-24 months
(Source: Gartner, August 2010)

51. Blackberry ‐ Free ‐ $299

52. Blackberry ‐ Free ‐ $299
•6 models

53. Blackberry ‐ Free ‐ $299
•6 models
•70 countries

54. Blackberry ‐ Free ‐ $299
•6 models
•70 countries
•10,000+ apps

55. Blackberry ‐ Free ‐ $299
•6 models
•70 countries
•10,000+ apps
•1.5M daily app downloads

56. Blackberry ‐ Free ‐ $299
•6 models
•70 countries
•10,000+ apps
•1.5M daily app downloads
•18% global market share

57. iPhone ‐ $99 ‐ $299

58. iPhone ‐ $99 ‐ $299
•120MM iOS devices

59. iPhone ‐ $99 ‐ $299
•120MM iOS devices
•91 countries

60. iPhone ‐ $99 ‐ $299
•120MM iOS devices
•91 countries
•250,000+ apps

61. iPhone ‐ $99 ‐ $299
•120MM iOS devices
•91 countries
•250,000+ apps
•17M daily app downloads

62. iPhone ‐ $99 ‐ $299
•120MM iOS devices
•91 countries
•250,000+ apps
•17M daily app downloads
•16% global market share
(Source: Steve Jobs, September 2010)

63. Free ‐ $299

64. Free ‐ $299
•309! current models

65. Free ‐ $299
•309! current models
•40% market share worldwide

66. Free ‐ $299
•309! current models
•40% market share worldwide
•50M smartphones projected for 2011

67. Free ‐ $299
•309! current models
•40% market share worldwide
•50M smartphones projected for 2011
•4 operating systems

68. Free ‐ $299
•309! current models
•40% market share worldwide
•50M smartphones projected for 2011
•4 operating systems
•2.3M daily app downloads

69. Free ‐ $299
•309! current models
•40% market share worldwide
•50M smartphones projected for 2011
•4 operating systems
•2.3M daily app downloads
•190 countries

70. Free ‐ $299
•309! current models
•40% market share worldwide
•50M smartphones projected for 2011
•4 operating systems
•2.3M daily app downloads
•190 countries
•Non existent in the US
(Source: Gartner, August 2010)

71. Palm Pre ‐ ~$150

72. Palm Pre ‐ ~$150
•Less than 1M sold

73. Palm Pre ‐ ~$150
•Less than 1M sold
•Owned by HP now

74. Windows Phone 7
Launching Oct 2010

76. Apps at the center:

77. Apps at the center:
• Focus on a brand

78. Apps at the center:
• Focus on a brand
• Web is distracTng

79. Apps at the center:
• Focus on a brand
• Web is distracTng
• User experience/interface

80. Apps at the center:
• Focus on a brand
• Web is distracTng
• User experience/interface
• More users are “searching” via apps than web

83. What makes a great app?

84. What makes a great app? Design + Interaction

85. What makes a great app? Design + Interaction

86. What makes a great app? Great User-Experience

87. What makes a great app? Great User-Experience

88. What makes a great app? Great UI + Content

89. What makes a great app? Great UI + Content

90. What makes a great app? Native phone features

91. What makes a great app? Native phone features

92. What makes a great app? Automate everyday tasks.

93. What makes a great app? Automate everyday tasks.

94. Mobile apps account for 50% of
all mobile internet traffic.
(Source: Zokem, September 2010)

95. Tablets

96. Available Rumored/
Today Coming soon

97. Available Rumored/
Today Coming soon

98. Available Rumored/
Today Coming soon

99. Dell Streak ‐ $549

100. joojoo ‐ $499

101. Archos 7 ‐ $249

102. Archos 9 ‐ $399

103. Galaxy Tab ‐ $799

104. OpTmus ‐ ~€499

105. Adam Tablet ‐ Unknown

106. Unknown

107. ?
HP Slate ‐ ~$500

108. India Gov’t Tablet ‐ $35

109. PlayBook ‐ Unknown

110. iPad ‐ $499

111. iPad ‐ $499
•$2B last quarter

112. iPad ‐ $499
•$2B last quarter
•84% of market

113. iPad ‐ $499
•$2B last quarter
•84% of market
•91% satisfaction rate
(Source: ChangeWave Research, May 2010)

120. (Source: iSuppli, August 25, 2010)

121. 50 million tablets
will be sold in 2011.
(Source: Bloomberg)

122. Business models
that work on mobile

123. Taylor Swift - mCommerce (road.ie/taylor-swift)

124. PayPal Mobile increasing from
$25M in 2008 to $500M in 2010
(Source: xchat, October 2010)

125. Miami Dolphins - Sponsorship (road.ie/dolphins-app)

126. Miami Dolphins - Sponsorship (road.ie/dolphins-app)

127. (Source: aimgroup.com, September 2010)

128. •$1.5 billion mobile $ in 2010
(Source: aimgroup.com, September 2010)

129. •$1.5 billion mobile $ in 2010
•70% via app, 30% via mobile web
(Source: aimgroup.com, September 2010)

130. •$1.5 billion mobile $ in 2010
•70% via app, 30% via mobile web
•iPhone users = $65/week average
(Source: aimgroup.com, September 2010)

131. •$1.5 billion mobile $ in 2010
•70% via app, 30% via mobile web
•iPhone users = $65/week average
•iPad users = $85/week average
(Source: aimgroup.com, September 2010)

132. •$1.5 billion mobile $ in 2010
•70% via app, 30% via mobile web
•iPhone users = $65/week average
•iPad users = $85/week average
•Average spend 50% higher on mobile than web
(Source: aimgroup.com, September 2010)

133. Wynn - Exclusive deals (road.ie/wynn)

134. Advertising

135. Advertising

136. Paywalls (maybe)

137. Paywalls (maybe)

138. Paywalls (maybe)

139. Games

140. What should an app cost?

141. Custom
vs
Plalorm

144. Highly customizable plalorm

145. Highly customizable plalorm
• Self service

146. Highly customizable plalorm
• Self service
• Customizable modules

147. Highly customizable plalorm
• Self service
• Customizable modules
• Content Management System

148. Highly customizable plalorm
• Self service
• Customizable modules
• Content Management System
• Costs about 5% of custom

149. Highly customizable plalorm
• Self service
• Customizable modules
• Content Management System
• Costs about 5% of custom
• Build once ‐> iPhone, Android,
(soon) Blackberry, Nokia

150. ExisTng clients
Over 800 apps created for clients across entertainment, including:

151. ExisTng clients
Over 800 apps created for clients across entertainment, including:
• Madonna

152. ExisTng clients
Over 800 apps created for clients across entertainment, including:
• Madonna
• Ashton Kutcher

153. ExisTng clients
Over 800 apps created for clients across entertainment, including:
• Madonna
• Ashton Kutcher
• Taylor Swiq

154. ExisTng clients
Over 800 apps created for clients across entertainment, including:
• Madonna
• Ashton Kutcher
• Taylor Swiq
• The Doors

155. ExisTng clients
Over 800 apps created for clients across entertainment, including:
• Madonna
• Ashton Kutcher
• Taylor Swiq
• The Doors
• Twilight

156. ExisTng clients
Over 800 apps created for clients across entertainment, including:
• Madonna
• Ashton Kutcher
• Taylor Swiq
• The Doors
• Twilight
• Golden Globes

157. ExisTng clients
Over 800 apps created for clients outside entertainment, including:

158. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands

159. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches

160. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors

161. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors
• Conferences

162. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors
• Conferences
• PoliTcians

163. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors
• Conferences
• PoliTcians
• Nonprofits

164. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors
• Conferences
• PoliTcians
• Nonprofits
• Restaurants

165. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors
• Conferences
• PoliTcians
• Nonprofits
• Restaurants
• Hotels

166. ExisTng clients
Over 800 apps created for clients outside entertainment, including:
• Brands
• Churches
• Authors
• Conferences
• PoliTcians
• Nonprofits
• Restaurants
• Hotels
• Wineries

168. PredicTons

169. Mobile tech on the up

170. Mobile tech on the up
• Smartphones

171. Mobile tech on the up
• Smartphones
• Tablets

172. Mobile tech on the up
• Smartphones
• Tablets
• Apps + mobile opTmized websites

173. Mobile tech on the up
• Smartphones
• Tablets
• Apps + mobile opTmized websites
• Physical/digital connecTons (ex. airport, concert)

174. Mobile tech on the up
• Smartphones
• Tablets
• Apps + mobile opTmized websites
• Physical/digital connecTons (ex. airport, concert)
• Physical ‐> Digital

175. Mobile tech on the up
• Smartphones
• Tablets
• Apps + mobile opTmized websites
• Physical/digital connecTons (ex. airport, concert)
• Physical ‐> Digital
• Social gaming (Zynga..)

176. Mobile tech on the down

177. Mobile tech on the down
• Feature phones

178. Mobile tech on the down
• Feature phones
• Proprietary operaTng systems

179. Mobile tech on the down
• Feature phones
• Proprietary operaTng systems
• iMode (Japan)

180. Mobile tech on the down
• Feature phones
• Proprietary operaTng systems
• iMode (Japan)
• Symbian, Windows 6.5, Palm

181. Stuff that has to change

182. Stuff that has to change
• Too many operaTng systems

183. Stuff that has to change
• Too many operaTng systems
• OS fragmentaTon

184. Stuff that has to change
• Too many operaTng systems
• OS fragmentaTon
• InternaTonal data rates

185. Stuff that has to change
• Too many operaTng systems
• OS fragmentaTon
• InternaTonal data rates
• Carrier billing

186. Stuff that has to change
• Too many operaTng systems
• OS fragmentaTon
• InternaTonal data rates
• Carrier billing
• Carrier technologies (CDMA, GSM, LTE...)

187. Stuff that has to change
• Too many operaTng systems
• OS fragmentaTon
• InternaTonal data rates
• Carrier billing
• Carrier technologies (CDMA, GSM, LTE...)
• Carrier exclusivity

189. Augmented reality will become useful.

190. Augmented reality will become useful.

192. Android will be biggest OS in 2011.

194. Death of the physical book within 5 years.

195. What should you do next?

196. What should you do next?
• Mobile opTmize your website, esp ecommerce

197. What should you do next?
• Mobile opTmize your website, esp ecommerce
• Build an app if you’re D2C

198. What should you do next?
• Mobile opTmize your website, esp ecommerce
• Build an app if you’re D2C
• Use the tech yourself

199. What should you do next?
• Mobile opTmize your website, esp ecommerce
• Build an app if you’re D2C
• Use the tech yourself
• Don’t spend a fortune!

200. What should you do next?
• Mobile opTmize your website, esp ecommerce
• Build an app if you’re D2C
• Use the tech yourself
• Don’t spend a fortune!
• Get in the game, or going to pass you by

201. THANK YOU
michael@mobileroadie.com | @msfd | @mobileroadie

202. THANK YOU
michael@mobileroadie.com | @msfd | @mobileroadie
Questions?